Twitter PR: A Jacksonville campaign in action

If you’ve recently taken PUR3000 (Public Relations) or are enrolled in that course now, you’ve heard about some of the ways that public relations and today’s social media can meet head-on. Sometimes, as companies large and small have found out, it just doesn’t work. For example, the text describes just what went wrong when McDonald’s launched the #McDStories campaign on Twitter. The company’s tactic, which was intended to highlight positive stories, instead became a lightning rod for customer complaints. Others, though, have learned from the mistakes of McDonald’s and similar companies. When used well, Twitter can be a valuable medium for spreading the word about a product, service, idea, or destination.


Today, converged communicators have a chance to see one of these campaigns in live action. The city of Jacksonville has unveiled a special sweepstakes with the #ILoveJax hashtag on social media accounts. The grand prize for non-residents is a two-night trip to Jacksonville along with tickets to a Jaguars game, a round of golf, and dinner at an area restaurant. For residents, the grand prize includes Jaguars and concert tickets, as well as a gift certificate. Already, the #ILoveJax hashtag is beginning to pop up this afternoon across Twitter. It’s a fresh example of how social media can be the spark to ignite a public relations drive.


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